Wine Tourism Market Size, Share & Trends Analysis Report By Service (Wine Tastings & Tours, Wine Festivals & Events), By Tourist Type (Domestic, International), By Booking Mode (Direct Booking, Travel Agencies), By Region, And Segment Forecasts, 2024 - 20

Wine Tourism Market Size, Share & Trends Analysis Report By Service (Wine Tastings & Tours, Wine Festivals & Events), By Tourist Type (Domestic, International), By Booking Mode (Direct Booking, Travel Agencies), By Region, And Segment Forecasts, 2024 - 2030

Wine Tourism Market Growth & Trends

The global wine tourism market size is anticipated to reach USD 106.74 billion by 2030 and is projected to grow at a CAGR of 12.9% from 2024 to 2030, to a new report by Grand View Research, Inc. This growth is primarily attributed to increasing consumer interest in unique and immersive travel experiences, the expanding global wine culture, and the rising popularity of wine-related activities such as tours and tastings. Enhanced digitalization and online booking platforms also drive market growth by improving accessibility and convenience for travelers.

According to the Arizona Wine Tourism Industry Survey 2023, the growth in the wine tourism market in the U.S. is highlighted by high levels of repeat visitation, with 80% of winery visitors returning frequently and 42% of festival-goers attending multiple times. This trend highlights the sector's strong customer loyalty and sustained appeal. Additionally, the presence of out-of-state and international visitors, including from Canada and Mexico, indicates expanding regional and global interest, further driving market growth and diversification.

The global wine tourism market is expanding, with emerging destinations such as Moldova, Croatia, and Georgia gaining prominence. These regions are leveraging their unique cultural and historical assets to attract visitors. Moldova is noted for its extensive underground cellars, Croatia combines wine with agritourism and gastronomy, and Georgia is capitalizing on its ancient winemaking traditions. Bulgaria and Ethiopia are also making strides, with Bulgaria’s historic wineries and Ethiopia’s new wine production venture showing growing appeal.

Millennials are a key driver of this growth, favoring immersive wine experiences and value-focused wines. Despite budget constraints, they actively seek out winery tours and tastings, often using online tools for planning. In Arizona, a significant portion of wine tourists are repeat visitors, and wine festivals are increasingly popular for purchases and extending travel experiences. Word of mouth and social media play crucial roles in promoting wineries and festivals, with the Verde Valley region standing out for its high visitor spending.

The Global Report on Covid-19’s impact on wine tourism revealed significant disruption across the industry, with the majority of wineries experiencing drastic declines in turnover and international visitors. In 2020, over 80% of wineries reported losses in revenue, with 47% facing a decrease of more than 90% in international visitors. Despite these setbacks, wineries were optimistic about a recovery, with 90% expecting wine tourism to return to pre-pandemic levels by 2022. The majority were planning to maintain or increase their investment in wine tourism, indicating a long-term positive outlook for the sector.

Wine Tourism Market Report Highlights

• Based on service, wine tastings and tours dominated the wine tourism market with over 57% of the revenue share in 2023. This is due to their unique appeal, offering immersive experiences in vineyards, insights into winemaking, and opportunities to sample exclusive wines. Growing consumer interest in authentic travel and the rise of premium wineries have further boosted the demand for these experiences.
• The demand for wine tourism among international tourists is projected to grow at a CAGR of 13.3% from 2024 to 2030. This surge is driven by heightened global interest in unique cultural experiences, the growing popularity of wine regions as vacation spots, and targeted marketing by wineries. Improved infrastructure and expanded direct flights to emerging wine regions are also enhancing accessibility, fueling this growth.
• Based on booking mode, direct bookings accounted for over 38% of revenue share in 2023, reflecting a preference for personalized booking experiences and the ease of accessing winery websites. These bookings provide consumers with better control over their itineraries, immediate confirmation, and often exclusive deals, driving their significant contribution to market revenue.
• In 2023, Europe led the global wine tourism market with over 51% of total revenue, owing to its rich wine culture and attractive wineries in Spain, Italy, and France. Innovations such as France's Vignobles & Découvertes label, which features 72 destinations, and the U.K.'s 55% increase in vineyard visits in 2024, have significantly driven market growth.
• Key companies in the wine tourism market are expanding their market share by leveraging a strong brand presence and innovative offerings, supported by digital marketing and travel agency partnerships. They are focusing on personalized and exclusive experiences, such as private vineyard tours and curated tastings, and are bundling wine tours with cultural and gastronomic activities to meet the growing demand for experiential travel.
• In July 2024, Domaine de la Dourbie in France launched new immersive experiences to celebrate its 20th anniversary, including wine tastings, an interactive wine tour, and an open-air brunch with a DJ. The estate, located in the Hérault Valley, now features a modernized winery and collaborations with local producers for organic wine products. The interactive tour, developed with VinoWays, enhances visitor engagement through a digital platform with videos and an audio guide, reflecting a growing trend in wine tourism towards immersive and experiential activities.

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